Web 2.0 From Conversation To Communication


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A seminar presentation by Daemon Group outlining how an organisation could approach digital media and begin to take their stakeholder engagement from communication to conversation.

Web 2.0 From Conversation To Communication

  1. 1. Web 2.0: From Communication to Conversation
  2. 2. Internet usage 15.3 million web users penetration >50% Global web population exceeds 1.3 billion Mobile phone subscribers by 2010 – 4 billion
  3. 4. Internet usage and penetration Source: www.internetworldstats.com INTERNET USAGE Millions of users INTERNET PENETRATION Percentage of population
  4. 5. Time taken to penetrate to 50 million users Radio TV Web 13 years 38 years 4 years
  5. 6. The corporate website is where good content goes to die .
  6. 7. Web 2.0 and social media
  7. 8. What are the main Web 2.0 applications <ul><li>Blogs </li></ul><ul><li>Mashups </li></ul><ul><li>Podcasting </li></ul><ul><li>RSS </li></ul><ul><li>Social networking </li></ul><ul><li>Widgets </li></ul><ul><li>Wikis </li></ul>
  8. 9. Four categories of online social networks* PEOPLE BASED Linkedin SPECIAL INTEREST Wikipedia VIRTUAL WORLDS Second Life CONTENT BASED YouTube *Source: Datamonitor analysis, 2008
  9. 10. There are 37 million registered users of Facebook
  10. 11. There are 106 million registered users of MySpace
  11. 12. If MySpace were a country it would be the 11 th largest in the world (between Japan and Mexico)
  12. 13. The average MySpace page is visited 30 times each day
  13. 14. Globally one new blog is created every second of every day
  14. 15. STEP ONE STEP TWO 12 September ‘04 First posting on blog 23 September ‘04 Product recall and settlement of lawsuit
  15. 16. Australia’s generational profile Source: McCrindle Research and the ABS, 2008
  16. 17. Digital natives and digital immigrants
  17. 18. Welcome to Generation C The web population as a whole Producers 1% Prosumers 1% Consumers 90% Consumers 55% Prosumers 30% Producers 15% Generation C
  18. 19. 77% of 16-29 years olds would rather live without TV than live without the internet New Paradigm, 2008 Image: Terry’s Chop Shop
  19. 20. Share of population which uses social networking
  20. 21. Australian membership of online social networks 4.8 million 11.5 million
  21. 22. Digital engagement strategy © Daemon Group 2008
  22. 24. Digital engagement strategy © Daemon Group 2008
  23. 26. Digital engagement strategy © Daemon Group 2008
  24. 27. People use social media to improve their lives* <ul><li>Convenience </li></ul><ul><ul><li>66% research product purchases </li></ul></ul><ul><li>Health </li></ul><ul><ul><li>61% research health related issues </li></ul></ul><ul><li>Connectivity </li></ul><ul><ul><li>40% use social networking to make new friends </li></ul></ul><ul><ul><li>100% communicate with friends every time they go online </li></ul></ul><ul><ul><li>53% get to know people better online </li></ul></ul><ul><ul><li>51% are more open on Instant Messenger </li></ul></ul>*Source: Circuits of Cool/Digital Playground, July 2007
  25. 28. How do your audience want to review content? Read? Listen? Watch?
  26. 29. So how can your organisation go from Communication to Conversation using the participative web?
  27. 33. <ul><li>Good Morning Amy, </li></ul><ul><li>Thank you for contacting Target; unfortunately we are unable to respond to your inquiry because Target does not participate with non-traditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest. </li></ul><ul><li>Once again thank you for your interest, and have a nice day . </li></ul>
  28. 44. 93% of Chinese kids aged under 14 have at least one friend online that they have never actually met
  29. 45. What’s your favourite thing?
  30. 46. www.daemondigital.com